The Lie We've Been Told About Success
The Lie We've Been Told About Success
How can a business owner build a successful business after facing setbacks?
The core of it all is making a positive difference. Let me be honest—my business success is great now, but it didn’t start that way. I didn’t launch my business until I was 31, and for a time, I was delivering pizzas just to keep things afloat. That’s the reality. I don’t have formal qualifications, never went to university or college. My dad left when I was just six months old. I’ve battled addiction twice, got shot at when I was 21, and spent four years on benefits.
So, there are two sides of the same coin here. I’ve been "that guy" and "this guy," and from my perspective, it’s all about making a positive impact and helping others become their best selves. I believe everyone has parts of their story that are challenging or messy. The difference with me is that I’m willing to talk about it openly.
What role does authenticity play in achieving lasting business success?
The problem is that people often try to be something they’re not just to fit in. This leads to a situation where everyone is pretending, creating a cycle of inauthenticity.
What I’ve learned—especially at 50, after decades of building illusions—is that success comes from being true to yourself. Many people change themselves to fit into someone else’s idea of who they should be, but it’s about embracing who you really are.
At 50, I’ve reached a point where I won’t be anything other than myself. If someone doesn’t like me for being me, I’m okay with that as long as I’m true to myself. I remember when I first started as a motivational speaker, people told me I’d never get booked because I didn’t look the part—shaved head, tattoos, Manchester accent—they said I looked like a stereotype. But here’s the thing: people can change. I’ve spent my whole life defying those expectations.
For me, genuine honesty and being myself are cornerstones of success. The real turning point was when I tuned out the voices of doubt and turned up the volume on my own self-talk. That’s where I found my path.
How can self-belief and risk assessment help overcome external doubts in business?
Everyone has taught me something along the way, but nobody wanted me to start my own business. People said it was a “closed shop”—the BNR, Chamber of Commerce, and the Federation of Small Business all had their circles. If I had listened to them, they would have been right. But I didn’t listen, and 16 years later, I’ve built a national organization.
Throughout this journey, people told me I couldn’t be a motivational speaker because of my background. They said I couldn’t write a book or get it into bookstores. But each time, I tuned out the doubters because advice is often just a guess. Real knowledge comes after the fact.
People will tell you things can’t be done, and for them, they’re probably right. But for you, you need unwavering, even “misguided,” self-belief. Steve Jobs is a great example of that. To make bold moves, you need either naivety or that deep belief in yourself.
One key lesson I’ve learned: always ask yourself if you can live with the downside of any decision. I approach decisions by asking three things: What’s the best-case scenario? What’s the worst-case scenario? What’s the most likely scenario? If I can live with the worst-case, I will go for it. This approach has served me well.
How can business owners find contentment without constant comparison?
In 2012, I had a nervous breakdown. It took me two and a half years to recover, even though I had a multimillion-dollar business. I felt completely disoriented and indifferent to my achievements because I was told success was at the “top of the mountain.” But when I got there, I found it empty. I had everything, but it still felt hollow.
To illustrate, I had a friend who bought a $4.5 million yacht. He was thrilled until he sailed to a wealthy marina in Spain and suddenly felt his yacht was small in comparison. It’s almost like a mental trap, constantly chasing the next big thing. There comes a point where you have to ask yourself, How much is enough? We can’t all be like Elon Musk or Gary Vaynerchuk. Instead, we should focus on being the best versions of ourselves.
It’s like a donkey chasing a carrot—it’s always just out of reach. I remember thinking certain things were impossible, like taking my kids to Disney World or owning a supercar. I did those things, but eventually, even the supercar felt like just another car. Success isn’t about possessions or status; it’s about finding contentment.
As I look back, I see the problem with constantly comparing ourselves to others. If I compare myself to Elon Musk, I'm two out of ten. But if I compare myself to who I was 19 years ago, I’m a solid ten. The key is to measure yourself against your own growth, not someone else’s highlight reel.
I’m saying this as someone who’s 50 now. If you’re not happy where you are today, reaching a million or even a billion won’t change that. It’ll just make you an unhappy millionaire. True success is finding contentment, knowing where you want to go, and building from there.
Why is quick decision-making crucial for business growth?
I believe that an expert—whether a motivational speaker, author, or networker—is someone who has made all the mistakes in their field. Each decision you make shapes your path; a wrong choice brings you closer to expertise, and a right one leads you toward success.
Here’s something that became one of my cornerstones: I was invited to speak in Las Vegas because of this approach. Even Bentley’s management team uses it. I told them about my journey—Brad Burton, the former addict, the guy who spent four years on benefits, who got shot at when he was 21, who delivered pizza to make ends meet. And now, Brad Burton, the UK’s top motivational business speaker and best-selling author—two sides of the same coin.
My decision-making strategy is simple: If I can’t decide in 24 seconds, I revisit it in 24 minutes. If I still can’t decide, I revisit in 24 hours. And if I can’t decide after that, the decision isn’t important. Move on. This “24-24-24” approach has changed my life, and I know it can change yours, too.
The faster you make decisions, the quicker you’ll advance in life. Where people often go wrong is by hesitating. Indecision, even over small choices, keeps you stuck. Good decisions and bad ones both help you move forward. Remember, mistakes are only mistakes after the fact. You didn’t plan to mess up; it just happens sometimes. But if you’re making decisions, you’re moving forward. Use the 24-24-24 rule in your business and life, and watch everything change.
How does meditation improve mindset and performance?
Meditation—two years ago, I discovered it. Before that, I would have thought, “Come on, really?” A fiery guy from Manchester getting into meditation? But here’s what meditation does: it clears your mind, resetting it to a neutral, centered place.
Recently, I had a big presentation, and that morning I woke up feeling dark, just off. So, I tried meditating for 10 minutes—nothing changed. I kept going for another 20 minutes. Still nothing. Most people would stop there, thinking it doesn’t work. But I kept going. Around 45 minutes in, my state completely shifted, and I nailed the presentation. If I had given up, I would have missed that breakthrough. That’s where tenacity comes in.
I’d absolutely swear by meditation now. Alongside it, I found a sense of spirituality, which changed me profoundly. It wasn’t about religion, but it shifted my entire worldview and perspective on success.
This transformation may come with age—I don’t know. But something changed in me, helping me become a different version of myself.
When should business owners take calculated risks to move their vision forward?
I want to share a story from my childhood. When I was nine, I went to a traveling fair. I spent all my money and was left with just four cents—the exact amount needed for the four-mile bus ride home. I decided to take a risk: instead of saving that money, I put two cents in a slot machine. Nothing. With my final two cents, I tried again, and I hit the jackpot. That small win allowed me to buy a hot dog and soda and go on the rides.
This seemingly insignificant moment shaped who I am because it taught me to believe in my luck and to always find a way forward. I’ve carried that mindset into my business life. I started a business with $40,000 in debt, delivering pizzas on the side, and yet I built a network of 68,000 live networking events with no qualifications, no investment—just ideas, vision, and belief.
This journey is about unwavering self-belief. If I had listened to the doubters, including my wife, who wanted me to get a “proper job,” I wouldn’t be here today. I created a multimillion-pound organization and became a global speaker without any formal training. People ask, “Who made you the expert?” I did. Qualifications are just made-up standards. If you can do the job, you’re qualified. And if I can do it, so can you.
*This interview has been edited and condensed for clarity.*
